Marketers are seeking quick turnarounds, shortened timelines and even more flexibility this fourth quarter, according to agency execs who say that while that’s typical of this time period, the pressure is heightened this year given the economic uncertainty.
“Flexibility has been key and it’s only getting more so,” said Stacey Stewart, chief marketplace officer for UM. “[Marketers are] keeping dollars closer to the vest, people are hesitant to commit to anything that’s locked in long-term. We’re seeing those short turnaround times on campaigns.”
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